Formula 1 Bolsters Luxury Portfolio with Whispering Angel Rosé Partnership

Formula 1 continues to expand its portfolio of premium partners, officially welcoming Whispering Angel as the championship's official rosé. The announcement sees another brand from the global luxury conglomerate LVMH join the sport's commercial ecosystem, building upon the significant partnership established with LVMH Moët Hennessy Louis Vuitton. The addition of Whispering Angel is a direct result of the landmark 10-year, $1 billion agreement signed with LVMH, one of the largest commercial deals in F1 history. Whispering Angel, a brand within the Moet Hennessy division, follows in the footsteps of other group entities already integrated into Formula 1, including Moet & Chandon champagne, Belvedere Vodka, Louis Vuitton luggage, and TAG Heuer as the official timekeeper – the latter notably serving as the first-ever title sponsor for the Monaco Grand Prix. Under the new agreement, Whispering Angel rosé will be a prominent feature within Formula 1's hospitality areas, including the exclusive Paddock Club, at several high-profile race weekends throughout the season. While the wine has already been available at select events such as Miami and Monaco, the formal partnership confirms its presence at upcoming Grands Prix including Silverstone, Singapore, and Las Vegas. This collaboration aligns with Formula 1's strategic focus on enhancing the fan experience, particularly within its premium hospitality offerings, and elevating its brand image as a leader in sports and entertainment. F1's chief commercial officer, Emily Prazer, highlighted that the partnership brings together the pinnacle of motorsport with a brand recognized for sophistication and excellence, supporting a shared mission to deliver exceptional experiences for fans and further defining Formula 1's position within the luxury market. The move also underscores Formula 1's broader strategy of diversifying its commercial partnerships beyond traditional automotive and energy sectors. Recent agreements across diverse industries, such as professional services with PwC, food with Barilla, and entertainment with Disney, illustrate the sport's wide-ranging appeal and commercial ambition. Executives from LVMH have previously commented on the synergy between the luxury group and Formula 1, viewing the sport as a compelling spectacle that captures global imagination. The integration of brands like Whispering Angel into the F1 environment reflects a mutual desire to connect with discerning audiences and associate motorsport with high-end lifestyle and experiences. This latest partnership reinforces Formula 1's commercial strength and its successful positioning as a desirable platform for leading global luxury brands.